Content Strategy and Fan Engagement in Social Media The Case of PyeongChang Winter Olympic And Paralympic Games

dc.contributor.authorMilla, Asli Cazorla
dc.contributor.authorMataruna-Dos-Santos, Leonardo Jose
dc.contributor.authorHelú, Hussein Muñoz© 2020
dc.descriptionThis article is licensed under Creative Commons License and full text is openly accessible in CUD Digital Repository. The version of the scholarly record of this article is published in Annals of Applied Sport Science (2020), accessible online through this link
dc.description.abstractBackground. This paper investigates the pillars of content strategy and fan engagement in social networks during 2018 PyeongChang Winter Olympics and Paralympics. Objectives. The purpose of this paper is to seek reasons behind the differences in fan engagement in social media channels of PyeongChang Winter Olympics and Paralympics. Methods. Facebook and YouTube channels are used to analyze engagement and growth. Subsequent effects of fans engagement with different social media content have also been analyzed in the study. Data were collected using the Social Bakers Suite platform for the period of fifteen days of the Winter Paralympics. For the purpose of analysis 3 platforms have been used for 25 different analysis. From 25, the most significant analysis was presented in the findings. Content and sentiment analysis is used as a main research methodology. Results. The findings of this paper showed that the fans are more engaged with the contents of the Paralympic channel even though the number of followers were almost as half as the Olympics channel. The contents that were generated through marketers/organizer did not perform as well as user/fan generated content. Conclusion. This study will add to the body of academic practitioner research on social media content creation and will provide an opening for marketers to leverage social media networks for marketing communications. This cross-channel study of the Olympics and Paralympic channels found positive effects on content consumption and in the promotion of fan engagement. © 2020en_US
dc.identifier.citationCazorla Milla, A., Mataruna-Dos-Santos, L. J., & Muñoz Helú, H. (2020). Content Strategy and Fan Engagement in Social Media The Case of PyeongChang Winter Olympic And Paralympic Games. Annals of Applied Sport Science, 8(S1), e905.
dc.publisherOwjj Andishan Pasargaden_US
dc.relationAuthors Affiliations : Milla, A.C., College of Business Administration, American University in the Emirates, Dubai, United Arab Emirates; Mataruna-Dos-Santos, L.J., Canadian University of Dubai, Faculty of Management, Department of Sport Management, United Arab Emirates; Helú, H.M., Department of Economic-Administrative Sciences, Universidad Autónoma de Occidente, Culiacan, Mexico
dc.relation.ispartofseriesAnnals of Applied Sport Science;Volume 8, Autumn Supplementary
dc.rightsCreative Commons Attribution-NonCommercial 3.0 Unported License
dc.subjectConsumer Engagementen_US
dc.subjectContent Strategyen_US
dc.subjectSports Marketingen_US
dc.subjectParalympic Gamesen_US
dc.subjectOlympic Gamesen_US
dc.titleContent Strategy and Fan Engagement in Social Media The Case of PyeongChang Winter Olympic And Paralympic Gamesen_US
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
2.01 KB
Item-specific license agreed upon to submission